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30 April 2018

Heineken® is launching 440ml cans for the first time which will drive value sales for the off-trade, with the support of a £3m integrated campaign in the run-up to the final on the 26 May.

Kicking off with a UEFA Champions League promotion, as an official sponsor of one of the world’s most famous sporting events, Heineken® will be inviting consumers to ‘Share the Drama’ with special UCL packs and eye-catching point of sale.

Alongside, Heineken is investing heavily in proximity marketing to stores that stock the new format, with tailored digital outdoor screens that will namecheck the closest outlet.

With a focus on helping customers grow their businesses, the Heineken 440ml can pack will rejuvenate the mainstream premium category with the brand’s strong equity, adding value to the category.

With over one billion consumers watching worldwide[1], the UEFA Champions League is the ultimate sporting spectacle.  In support of its long-standing partnership with UEFA, Heineken® has launched its Share the Drama campaign to drive buzz around the knock-out matches, forming part of a wider £1.8million BTL marketing spend this year to drive awareness and purchasing intent.

Izabela Glodek, brand director for Heineken® comments: “Enjoying the thrills and spills of a Champions League match with friends and a Heineken® is a must for football fans.  By introducing a 440ml can, which makes up 62% of premium can sales[2], means we will be adding value for our customers having the official beer of the Champions League in this format. “

Heineken® 440ml cans are now available in 4x440ml (RSP £4.55), 4x440ml Wholesale PMP (RSP £5) and 15x440ml (RSP £12.70) nationwide.

[1] UEFA Official Sponsorship Report, Season 2016/17, May 2017

[2] Nielsen, Total Trade, Premium Lager Category, Can Format, Mat 31/12/17